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giosg Blog

How a car dealer creates a lock-in on car portals to boosts lead generation [Case Study]

Posted by giosg.com on January 23, 2017

Finnish car dealer Käyttöauto has experienced the radical change in consumer behavior that is almost too familiar to the automotive industry. It wasn't more than a decade ago when potential car buyers showed up on car dealers' doorstep to browse trough the selection. It was relatively easy task to find out how committed these buyers are, what kind of car they are looking for and recommend one from the dealer's selection.

Nowadays, majority of the browsing occurs on car portals. Each car from a single dealer competes against numerous car adverts from other dealers. This competition happens mostly without car dealers having any power on the outcome - the car portal's search engine determines the order in which the cars are shown. Car dealers' role is traditionally left to sit and wait for the consumer to contact them.

How VV-Auto was able to boost online car sales and maintenance bookings [Case  Study]

Posted by Päivi Harju on November 11, 2016

VV-Auto is the biggest reseller of Audi, SEAT and Volkswagen passenger cars and Volkswagen commercial vehicles in Finland. In 2013, the company wanted to find a solution that would allow them to enhance online customer experience and convert website visitors browsing for cars or car maintenance services into sales leads.

Instead of visiting car dealers in person, people today prefer to visit multiple websites when narrowing down options. Recent research shows that buyers usually go through an average of 7 websites before going to the local dealership. This means that car dealers, VV-Auto included, need to find ways to capture contact details before visitors move on to the competitor’s site.

To make matters even more complex, not all website visitors are the same. Supporting the needs of a visitor interested in booking a time for car maintenance requires different type of expertise than helping a customer looking to buy a new or used car. Additionally there are also a lot of visitors browsing on a website outside regular office hours. This means that finding a cost-effective staffing solution that enables the positioning of the right people to the right place, is also something that needs to be resolved.